What the Heck is a Trigger Event in the Buyer’s Journey and Why Should I Care?
If you ever wanted to unravel the concept of a trigger event within the buyer's journey and shed light on its significance in content marketing, we will do that here. We will explore how understanding and leveraging trigger events can help businesses effectively engage potential buyers and guide them through the different stages of the buyer's journey. From the initial trigger event to the ultimate goal of customer retention, we will examine how aligning content with each stage can drive success and generate long-term business growth.
What is “A Trigger Event”?
A trigger event is a catalyst, prompt, or push that causes a buyer to start looking for a solution to fill a need. It creates a sense of urgency and compels potential buyers to find solutions to their newly arising challenges or opportunities. By identifying and leveraging trigger events, sellers can proactively engage with prospects at the right time, positioning themselves as valuable partners in navigating through the changes.
What are some of the different types of trigger events?
Trigger events can either be externally or internally driven. External factors, such as regulatory changes, industry trends or demands, technological disruptions or advancements all act as a trigger event. Internal drivers include budget cuts (or surplus), operational demands, personnel or leadership changes, or a change in strategy or direction. All of these (and many others) serve as trigger events to cause someone to start on the buyer’s journey. By understanding these different types of trigger events, sellers can tailor their messaging and approach to resonate with potential buyers' specific needs and challenges.
Where is the Trigger Event in the Buyer’s Journey?
The trigger event is THE EVENT or moment in time when something occurs that causes the buyer to start in the buying process. The rate that they go through the journey is determined by a multitude of factors – some sellers can influence and some are beyond the seller’s control. Normally the trigger event takes place at the very beginning of the journey. When we talk about the buyer's journey, we are referring to the process that potential customers (or buyers) go through from the moment they realize they have a problem or need to the point of making a purchasing decision. It typically consists of multiple stages.
At The Vertical Solution we divide the buyer’s journey into 6 distinct stages designed for B2B applications:
- Trigger Event
- Discovery
- Evaluation
- Decision
- Delivery
- Retention
At each stage, buyers have different needs, questions, and concerns, which should be addressed through targeted content.
Can a Seller Create a Trigger Event?
While sellers cannot directly create trigger events, they can certainly influence them. Trigger events are external occurrences or circumstances that prompt a potential buyer to take action. These events can range from industry changes, company expansions, new regulations, or even personal milestones. In some situations a particularly compelling “deal” or making the prospective customer aware of something they didn’t know before may act as a trigger events. Although sellers normally cannot control these events, they can position themselves strategically to capitalize on them.
While sellers cannot create trigger events themselves, they can effectively identify, monitor, and respond to them. Understanding the buyer's journey and the role of trigger events allows sellers to align their strategies and messaging to address the evolving needs of potential buyers. By recognizing the importance of trigger events and staying proactive, sellers can position themselves as trusted advisors, guiding prospects towards making informed decisions and ultimately closing deals. So, next time you recognize a potential trigger event, embrace it as an opportunity to engage, add value, and drive success in the buyer's journey.
By recognizing the power of trigger events and effectively aligning content with the stages of the buyer's journey, businesses can successfully engage potential buyers, guide them through their decision-making process, and foster lasting customer relationships.
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